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Selling Cars The New Fangled Way: Divine Inspiration

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November 17, 2010

It was all the rage in the presstoday, Fiat filmed a commercial celebrating the release of Aung San SuuKyi with none other than the Dalai Lama himself. Although Fiat has long supported this cause for some time, it came across to this jaded, bitter and crotchety cynic as a bit too opportunistic.

Has Fiat done this before?Sure, just look at the ad with Richard Gere and the LanciaDelta from a couple of years ago. It was a pretty political piece of advertising for a mediocre car, using a famous cause and a famous face. The ad is a bit hokey but it serves to underscore a point about being different, going the distance andsuch. But it also comes across as a bit hollow seeing as its meant to “grow the brand.”

Do corporations jump on a bandwagon every now and then for a good cause and some easy word-of-mouthpublicity?Yes, they all do. But isn’t there a better way to get your name out there, no matter what causes a company may support? In the case of automobiles, I think it should be about the products a company makes and not the causes they support.

And guess what brand convinced me of genuine passion for its products and not a political cause?Acura, that’s who. And it was all from a tip sent to me by my cohort in crime Eric the Astute. He pointed me to a great ad made by Acura for the TSX wagon that really spoke to me as a lover of automotive ads for their own sake and not a political or social statement. Check out the Acura TSX wagon ad below and marvel at its complicated simplicity (leave me alone, I am good at oxymorons).

This is an ad that speaks of a purity of automotive purpose mixed with excellent editing, lovely timing and pacing and a clear message. Buy the TSX in whatever format, sedan or wagon and be moved by the brand’s purity, clear purpose and raison d’etre. Acura doesn’t need divine inspiration to make its name known, it uses great advertising and solid product.